First, forced by the industry environment, no explosions and no visitors. We open stores on Taobao and Tmall platforms, not my own independent online store. The big logic is the interaction and interest relationship among sellers, platforms and buyers. At the beginning of the platform construction, we settled in a group of sellers and commodities, and gained buyers through publicity, so that buyers could have trust and knowledge of Taobao and Tmall, and the original first batch of sellers had business to do. This is what we call a traffic dividend. At this time, the cost of obtaining customers is low, because the platform is in the propaganda stage and its popularity is not high. Many businesses have not settled in yet, so they belong to an environment with more meat and fewer wolves. However, in the business process of 10 years, many sellers moved in gradually, and the number of wolves increased. Other platforms have been robbing people one after another, resulting in the buyers of Taobao Tmall being diverted to other platforms. The sellers in our system suddenly realize that there is not enough traffic, and less buyers will definitely lead to a decline in advertising fees. Paying is very expensive, and sellers find that the cost of brushing a bill will be lower than paying, so a bunch of people start to learn to brush a bill and support the store by selling a few. In the last two years, why did the government encourage the promotion of live broadcast, talents and micro-amoy? The fundamental logic of this is that from urban to rural areas, users of this development have been developed, and online shopping habits have also been developed. So how can we retain users and stick to being a platform? That is to let every seller consume content, make users sticky through content, and part of it is to improve the opening frequency of Taobao APP and strengthen user dependence. To sum up, the platform traffic is declining and diverted by other rising platforms.

Second, user habits, wireless shopping has replaced the hot topic of PC shopping today, which is nothing more than labeling and thousands of people. So have you ever wondered why labeling is so serious now? The reasons are also complicated. In the era of wireless shopping, the display position of mobile phone equipment is infinite. From an official standpoint, most of the exposure can't be concentrated on a few products. Otherwise, strong sellers can really monopolize many pits. What do other sellers eat? It's not very good from the user's point of view, because it seems that only a few goods have been seen. Therefore, the official strategy is to label each buyer with reading trajectory and reading behavior according to users' habits, so that they can see more products they are interested in. Bloom's falling flowers is the most wanted consequence of the government. But many sellers' ideas are still limited to the form, low price, sales volume and ranking a few years ago. Therefore, shops with no inferior goods and insufficient funds are doomed to be pushed up and eliminated. Because this form of low-cost running volume indirectly competes with all sellers in the same industry, it is good to win, and you can occupy a favorable position to earn subsequent money. But how many sellers can do it? After all, there are only three kinds of goods in the top three, and the intensity of competition can be imagined. Third, the import traffic portal relies too much on search to talk about explosions. The idea of most sellers is that explosions can bring paid search, and only by selling goods through paid search can money be made. This logic is also unsuccessful, but it has a degree of achievement outside. How much search is enough? Sellers who play search should be very clear that search needs to choose keywords and roots, and words should have weight, so that your weight will be higher in similar products, and it is easier to get more exhibitions and visitors, thus improving the ranking. So I will try my best to do sales. Because sales volume is the premise of improving search.

However, we must first consider a basic achievement. Not all buyers buy things through search. There are generally three ways for buyers to choose shopping goods:

Just need to shop, usually not needed, must be purchased in a specific scene, such as lighting, furniture, electrical appliances and other commodities.

2. Reading and shopping, such goods can be traded according to hobbies, such as clothing, shoes and bags. First, analyze the characteristics of the goods in my store. Some shops can win by style and crowds. But they are still competing with others for sales and ranking, which will lead to more and more fierce competition. 3. Cheap shopping, which is a typical activity, such as snapping up and getting a good deal. I have no specific shopping intention myself. Maybe even if I have a certain shopping intention, the first demand is to find cheap goods to buy. In the past few years, the effect of these activities was still very good, and "snapping up" can easily sell tens of millions, but in the last two years, the sales of goods have become less and less. What is the reason? Because it is very complicated, you don't have to buy it if you want to be cheap. It is much cheaper to buy more goods than to buy them. Another saying is to promote consumption. The buyer's consumption power is gradually improved, and the quality of goods is high, so the price sensitivity is reduced. So now everyone is rushing to buy, and it is not for running to get a good deal. We personally go to these activities to do basic quantity, marketing and profit. To sum up, everyone should make a directional signpost for my store operation. We want to do sales and grab the sales ranking? Still doing a comprehensive ranking? Or do you want to sell the whole store? Or sell it to a specific group of people? So, in order to clearly define the source structure of our convention, should I take the search road or the exposure road? There will be many choices, keywords, people, content, old customers, and all kinds of ways are the results that need to be considered. So it's best to find the most suitable way. Now search is the basis, and it used to be very powerful only by search. After the official Taobao APP was revised, I found a lot more pits you love. In fact, it also gave us a clear message, let us do more exposure of goods and play with people. Fourth, the characteristics of categories, especially standards. The second is to be a single product category, and the classmates who are brand agents and standard products will be even worse. Many companies in the whole network are selling the same kind of goods, which leads to the good ones continuing to sell well and the bad ones not selling. The biggest achievement of this kind of goods is that the visitors and conversions in the front row are much better than those in the back row, which leads to the seller in the back row having to pay a high price. I think there are only two ways to break this kind of goods: 1, fight our way out and grab the front row. 2, product difference assimilation, or price difference assimilation, play marketing activities to make money, do not fight for quantity. The second way is to manage the store by controlling the input-output ratio and gradually improving the sales performance. Now back to the topic, what are we sellers doing now? Desperate for sales, desperate for brushing, and desperate for advertising. Overnight, we gradually forgot the purpose of opening the store. A store doesn't have exactly the same business style, and there is no 100% correct gameplay, as long as the routine that suits me best. Shops have different jobs to do at different stages and for different purposes. I hope that every seller's enemies will have a good understanding of this matter. What do we want? What exactly do you need to do? What to pay attention to. First of all, I would like to give you a few suggestions: consider several achievements in making Taobao operation suggestions.

1. What stage is the store in now?

2. Can the product structure of the store be improved?

3. Are our products inferior to our peers?

4. How to build our profit structure?

5. What is the most reasonable advertising investment control?

6. How to determine the way to import traffic, play sales or play crowds?

7. Can the store customer service (sales) team reach the standard?

8. Can the store level participate in various small promotional activities?

9. Can the profit form of the store be clear and where is the profit point?

10, can goods be assimilated, and can shoppers marry goods? If you don't know the result, you can leave a message in private and reply as soon as possible!